New Era Cap's five-year deal with the NFL joins the lifestyle brand's other licensing partnership with Major League Baseball, where they have been the official on-field cap since 1994. In the deal, New Era Cap has exclusive distribution rights and branding for all on-field, sideline and locker room caps, as well as co-exclusive rights for fan headwear worldwide. In addition, the company will produce hats for events such as NFL Draft Day and the Super Bowl.

In the expanded deal with G-III, the manufacturer will have the exclusive rights to distribute outerwear to mass-market retailers and mid-tier departments stores. The licensee has also been granted the rights to produce outerwear, sportswear and swimwear for better department stores, specialty stores, stadiums and sporting goods stores.

G-III has been a licensee of the NFL since 1988.